STATCOUNTER

November 2018

If you like words, then you probably love books. And if you love books, you love libraries. So though this may not be the best ad of the year, it is indeed my favorite.

What a great spin on all the holiday ads promising unbelievable savings, usually with enough exceptions to make your actual discount shrink tighter than the wrapping around the item.

The ad does one more important thing. It reminds readers of what is so wonderful about a library in the first place. FREE BOOKS! (Also, as they point out, you also get free returns.)

And in the spirit of the season, as a public service, this is a reminder to check out OverDrive. Basically it is an app that works with your local library to allow you to check out e-books and then read them on your phone or tablet. You can also download videos and listen to audiobooks.

This is not my usual cynical Thanksgiving rant about how if turkey is such a big deal, why do we usually eat it just once a year.

This is actually more of a congratulatory piece in honor of the TGA (Turkey Growers of America, an association that I have just invented.) The TGA has made turkey the dinner tradition of the Thanksgiving holiday for a vast majority of those who celebrate it. Other foods that are associated with specific occasions (Easter: ham; Passover: apples and honey; Valentine’s day: chocolates) are usually also served throughout the year. Rarely so with turkey.

Which leads us to the reason for my mentioning Fiddler in the title. One of the big numbers, and indeed probably the theme of the show, is “Tradition.” And there is no greater tradition in November than a turkey for Thanksgiving.

So, two points. One: congrats again to the TGA. And second: is there anything you provide that you can make as indispensable as the Thanksgiving turkey? Something that will make people say, “oh, we always insist on/buy/use/eat/enjoy that thing whenever we need a new one.”

My third point is this. The TGA should be ashamed of themselves.

They are settling for one day out of 365 (not including next day’s leftovers) for people to focus on their product. Surely without diluting their ownership as the star of the Thanksgiving meal they can extend turkey usage to other times of the year. They might suggest that every Tuesday should be a turkey day. Or propose turkey as the fitting choice for all family celebrations. Create a fun buzz on Twitter between dark meat and white meat backers.

Since the TGA is probably not going to hire me to execute any of these ideas, this is as far as I plan to take it. But hopefully this will provoke you into thinking of new ways to extend your brand usage.

Yep, Thanksgiving is soon upon us. And even though I haven’t been invited, I’m certain I can recite your menu. Turkey is the centerpiece, plus string bean casserole, stuffing, cranberry sauce, and an overabundance of desserts, featuring apple, pumpkin and pecan pies.

In fact, the only item you actually question are the sweet potatoes, the big decision being whether or not to bake marshmallows on top. (I vote no.)

But my question is about the turkey. If we really like it that much, how come we rarely serve it at other times of the year? And why do we call something that is not successful, a “turkey”? And as important, why, besides a deeply ingrained holiday habit, do we feature it at all?

There is a food cliché that says it was a brave man who first ate an oyster. Let me add that it is a brave host who doesn’t serve a turkey for Thanksgiving. It is expected, predictable and a time-honored tradition.

Which is my segue to your marketing. (Hey, this is not a cooking blog.) Are you going to hand out “turkey”? You know, safe, expected, predictable creativity. It must be the right thing to do; after all, everyone else is doing it. And trying something novel might ruin someone’s appetite for your brand. Of course, there is always the chance that offering up the same old, same old might leave a bad taste in your customers’ mouths.

But the last thing you want is for your marketing to be as predicable as turkey on Thanksgiving. At the very least, you have to try some variations: smoked, blackened, creamed, or fried. Take a chance. It’s not just the right thing to do. It can actually be productive…and fun.

Boston Market must really have a low opinion of the IQ’s of their customers.

Yes, their claim is 100 per cent accurate: you can purchase complete Thanksgiving meals for twelve people for under ten dollars per person. How much less you ask? Well, instead of charging you $120.00, they will offer a discounted price of just $119.99! Yep, they have discounted a whole penny, for you to spend wildly on anything you might want.

So, I would like to give thanks that Boston Market has made this such an easy choice for a blog. And a great lesson on how not to try to make something out of nothing.